Ternopil region museums in the age of social media: From preservation to interaction

Abstract

Purpose of the research. The article is devoted to the current topic of museums’ role in modern society, which is characterised by the widespread use of social media as the main communication and information channel. The research methodology is based on the use of general scientific and special research methods: analysis, synthesis, generalisation, systematisation of materials, induction, and deduction. The novelty of the study lies in the comprehensiveness of the research on the social media activity of museums in the Ternopil region. The authors investigate how museums adapt to new audience requirements and use social media as a tool to attract visitors, promote cultural heritage, and create a dialogue with the public. The article is based on a comparative analysis of the experience of different museums that use social media to achieve their mission. The authors put forward a hypothesis that museums in the era of social media are moving from preservation to interaction, becoming not only cultural but also social institutions. Conclusions. The author emphasises that museums are important carriers of cultural memory and identity, but their role is changing due to the spread of digital technologies and social media. Social media provide museums with opportunities to increase visibility, attractiveness, and accessibility, as well as to collect feedback, take into account the needs and interests of the audience, and form communities and partnerships. The author analyses how museums use social media for various purposes, such as informing, educating, entertaining, promoting, engaging, collaborating, and socialising. The authors also consider the challenges and benefits of using social media for museums, such as the changing role of visitors, competition with other sources of information and entertainment, and the need to maintain relevance and quality of content. The article concludes that museums in the era of social media should reconsider their mission and strategy to meet current trends and audience expectations. It is determined that museums should move from preservation to interaction, i.e. put not only exhibits in the centre but also people who visit them, creating opportunities for them to learn, communicate, participate, and co-create.